Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
RICARDO TAYAR
Digital analytics & UX:
How to really measure
the user experience
@rtayar
Hello, NYC!
I´m Ricardo
@rtayar
3The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
5The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
6The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
What is user
experience? Why
design is so
i...
7The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
“User experience is not
about the inner wor...
8The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
We all know the
great value of user
experie...
We can think of
design and UX like
this: aesthetic,
beauty… but, that’s
just what we see
9The Inbounder NYC / May, 22nd, 2...
But let´s think in
design as a system
that has to work for
a purpose
10The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar...
UX meets metrics,
and why that´s
something we really
need.
UX is sometimes something so ambiguous
that really needs to mee...
12The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
How are we used to
measure UX? Time
on sit...
13The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Ricky Martin
Song: Vente pa’ ca
4:19 minut...
14The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Motorhead
Song: Killed by
death
4:40 minut...
The need to measure
UX in order to get
insights of our
digital products
15The Inbounder NYC / May, 22nd, 2017 / Ricardo Ta...
16The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
We need to know if a
design really works,
...
17The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Metrics are not
enough. Interviews
are not...
Three things we can
use to measure the
UX of our digital
products
18The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - ...
Ease of use.
SUS = System
Usability Scale
Method of evaluating the usability of
systems compared to industry standards.
Us...
A Likert scale is a psychometric scale
commonly involved in research that
employs questionnaires. It is the most
widely us...
21The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
22The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
23The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Microconversions,
key interactions and
nav...
24The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
25The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
26The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
27The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
28The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
29The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
How users feel using
a system / interface.
How is their nervous
system working =
neuromarketing
30The Inbounder NYC / May,...
31The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagem...
Let´s explain how it
works with this
video. Please, watch
the metrics.
32The Inbounder NYC / May, 22nd, 2017 / Ricardo Tay...
33The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
We apply this
technology in user
interface and UX /
CRO analysis,
because the insights
are pure gold.
34The Inbounder NYC ...
35The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
36The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
37The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
38The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Thank you
You can find this presentation
in: http://bit.ly/flat101nyc
@rtayar
ricardo@flat101.com
www.flat101.com
39The Inboun...
Digital Analytics and UX: how to really measure the User Experience by Ricardo Tayar at The Inbounder New York.
Digital Analytics and UX: how to really measure the User Experience by Ricardo Tayar at The Inbounder New York.
Prochain SlideShare
Chargement dans…5
×

Digital Analytics and UX: how to really measure the User Experience by Ricardo Tayar at The Inbounder New York.

1 138 vues

Publié le

Ricardo Tayar's presentation at The Inbounder World Tour 2017 New York, May 22.

Publié dans : Marketing
  • Soyez le premier à commenter

Digital Analytics and UX: how to really measure the User Experience by Ricardo Tayar at The Inbounder New York.

  1. 1. RICARDO TAYAR Digital analytics & UX: How to really measure the user experience @rtayar
  2. 2. Hello, NYC! I´m Ricardo @rtayar 3The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  3. 3. The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  4. 4. 5The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  5. 5. 6The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder What is user experience? Why design is so important in a digital product?
  6. 6. 7The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder “User experience is not about the inner workings of a product or service. User experience is about how it works on the outside, when a person comes into contact with it” Jesse James Garrett - The elements of user experience
  7. 7. 8The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder We all know the great value of user experience. How to measure and communicate it?
  8. 8. We can think of design and UX like this: aesthetic, beauty… but, that’s just what we see 9The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  9. 9. But let´s think in design as a system that has to work for a purpose 10The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  10. 10. UX meets metrics, and why that´s something we really need. UX is sometimes something so ambiguous that really needs to meet metrics in order to be something you can really work with. 11The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  11. 11. 12The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder How are we used to measure UX? Time on site, clicks, tracking events…
  12. 12. 13The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder Ricky Martin Song: Vente pa’ ca 4:19 minutes
  13. 13. 14The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder Motorhead Song: Killed by death 4:40 minutes
  14. 14. The need to measure UX in order to get insights of our digital products 15The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  15. 15. 16The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder We need to know if a design really works, if the people involved in it find it useful and enjoyable
  16. 16. 17The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder Metrics are not enough. Interviews are not enough. Sometimes a design doesn´t work and you don´t know why.
  17. 17. Three things we can use to measure the UX of our digital products 18The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  18. 18. Ease of use. SUS = System Usability Scale Method of evaluating the usability of systems compared to industry standards. Uses likert scale. 19The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder 01 SUS = System Usability Scale, John Cooper, 1986
  19. 19. A Likert scale is a psychometric scale commonly involved in research that employs questionnaires. It is the most widely used approach to scaling responses in survey research, such that the term (or more accurately the Likert-type scale) is often used interchangeably with rating scale, even though the two are not synonymous. https://en.wikipedia.org/wiki/Likert_scale 20The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder 01 SUS = System Usability Scale, John Cooper, 1986
  20. 20. 21The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  21. 21. 22The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  22. 22. 23The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder Microconversions, key interactions and navigation funnels. Each process, doen´t matter how complicated it is, starts with a simple sequence of simple interactions (click on an option, etc). If you know your key interactions, you know the basis of your process. 02 Each main task is built upon several small interactions. Some of those interactions are critical.
  23. 23. 24The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  24. 24. 25The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  25. 25. 26The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  26. 26. 27The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  27. 27. 28The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  28. 28. 29The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  29. 29. How users feel using a system / interface. How is their nervous system working = neuromarketing 30The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder 03 Neuromarketing metrics: stress, engagement, attention…
  30. 30. 31The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder 03 Neuromarketing metrics: stress, engagement, attention… We can measure a lot of things with neuromarketing, but get focused on these three: ACTIVATION = The stress a user is experiencing while he is using your digital product EMOTIONAL IMPACT TASK TIME = How it takes
  31. 31. Let´s explain how it works with this video. Please, watch the metrics. 32The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder 03 Neuromarketing metrics: stress, engagement, attention…
  32. 32. 33The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  33. 33. We apply this technology in user interface and UX / CRO analysis, because the insights are pure gold. 34The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder 03 Neuromarketing metrics: stress, engagement, attention…
  34. 34. 35The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  35. 35. 36The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  36. 36. 37The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  37. 37. 38The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  38. 38. Thank you You can find this presentation in: http://bit.ly/flat101nyc @rtayar ricardo@flat101.com www.flat101.com 39The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

×